What’s causing half of homes to sell for below asking price, and how can you price smart to avoid leaving money on the table?

Roughly 50% of homes on the market right now are selling for *less* than their asking price. If you're planning to list your home in Southern California, this stat might seem discouraging—but it doesn’t have to be. The difference between a disappointing sale and a standout success often comes down to strategy—especially your pricing strategy.

Let’s break down what’s really happening in today’s market and how you can stay ahead of the curve.

Just a few years ago, sellers in Southern California could expect bidding wars, cash offers, and sales well over asking price. But those days are fading fast. Today’s housing market is rebalancing, and the numbers prove it.

According to the latest data from Cotality, **about 50% of homes are now selling for less than asking**. While that might sound like a downturn, it’s actually a return to a more typical, pre-pandemic market. From 2018 to 2019, for instance, 50–55% of homes sold under asking—and that was considered normal.

So what changed?

- Buyer demand has cooled. Higher interest rates and inflation have reduced buying power.

- Inventory has grown. Buyers have more options and less urgency.

- Overpricing is common. Many sellers are still stuck in the mindset of the 2021–2022 boom, when only 25% of homes sold below asking.

If you want to avoid price cuts and stale listings, you need to nail your pricing from day one.

Your first two weeks on the market are critical. That’s when your listing gets the most attention from serious buyers. If your price is too high during that initial window, you risk turning off buyers and wasting your best opportunity to sell at or above asking.

And once your listing lingers, you’re more likely to face:

- Price reductions

- Lowball offers

- A longer time on the market

Here’s how savvy Southern California sellers are still landing strong offers—even in this shifting market.

1. Prep Your Home Before You List

First impressions matter more than ever. Tackle necessary repairs, apply a fresh coat of paint, and declutter to make your home shine. A well-presented home gives buyers fewer reasons to negotiate.

2. Price Strategically from the Start

Don’t base your price on nearby listings. Those are just wishful numbers. Instead, look at what similar homes in your neighborhood *actually sold for*. Your agent can run a comparative market analysis (CMA) to help you pinpoint a realistic and competitive price.

3. Work With a Local Expert

In a nuanced market like Southern California, hyperlocal knowledge is gold. As a REALTOR® who lives and works in the area, I understand what buyers are paying right now—and what they’ll walk away from. I’ll help you price right, market smart, and attract serious buyers from the start.

4. Stay Flexible in Negotiations

Even with a strong pricing strategy, today’s buyers expect some give-and-take. Flexibility doesn’t always mean lowering your price—it could mean offering closing cost credits, adjusting your move-out date, or covering minor repairs. It’s about finding common ground that keeps your deal on track.

Bottom Line: Price Smart to Sell Strong

Selling your home in Southern California today isn’t about luck—it’s about strategy. With nearly half of homes going for less than asking, your pricing approach can make or break your outcome.

But here’s the good news: the *other* 50% of homes are still selling at or above their asking price. If you prep well, price right, and partner with a local expert, you can absolutely be in that winning half.

Let’s talk about what buyers in your neighborhood are really paying—and how we can position your home to sell with confidence.

Ready to Sell Smarter?

If you’re thinking about listing your home, let’s connect. I’ll help you build a pricing and marketing strategy that gives your home the best possible start—especially in those crucial first two weeks.

Schedule a call with me today and let’s map out your selling success

---